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Webinar: The 20-Minute PPC Work Week - 9/12/13
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Webinar: The 20-Minute PPC Work Week - 9/12/13


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Want to make a big impact, in not a lot of time? Believe it or not, you can significantly improve your AdWords results in just 20 minutes per week — we'll show you how!

In this webinar, WordStream's Search Strategy Team Managers Tim Warner and Sam Boyd will show you:

- 5 guidelines for achieving success in Google AdWords
- How to make an impact on your PPC campaigns in less than half an hour per week!
- Some common problems we see in PPC accounts -- you'll be shocked!

After watching this webinar, you'll understand how to develop a consistent, effective plan of action for PPC.

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  • 1. CONFIDENTIAL – DO NOT DISTRIBUTE 1 Webinar: The 20 Minute PPC Work Week Tim Warner and Chad Larson September 12th 2013
  • 2. Today’s Agenda 2 • Shocking yet common problems we see in PPC accounts • 5 guidelines for achieving success in Google AdWords • Introducing the 20-Minute PPC Work Week • How to make the most of WordStream’s PPC Advisor and the 20-Minute PPC Work Week
  • 3. Take Part In Live Blogging! Include the hashtag #20minppc 3
  • 4. Bonus Offer for Attendees 4 We will have a random drawing after the webinar for the chance to win a signed copy of Perry Marshall’s new book, “80/20 Sales & Marketing: The Definitive Guide to Working Less & Making More” “Perry Marshall is the #1 author and world’s most-quoted consultant on Google Advertising. He has helped over 100,000 advertisers save literally billions of dollars in AdWords stupidity tax.” - Entrepreneur Magazine
  • 5. Meet The Experts! 5 Tim Warner and Chad Larson – Search Strategy Team Managers – 10+ Years experience Helping SMB’s navigate the search marketing landscape – WordStream Certified – AdWords Certified – Boston Sports Fans
  • 6. Who Is WordStream!? 6 • Search Marketing software company founded in 2007 located in Boston, MA • #184 fastest growing private company in the US • Winner of best Customer Engagement Driver Award from MITX in 2012 • Leading provider of PPC Advisor (PPC Management Platform) and the award winning free AdWords Performance Grader • WordStream’s PPC tools make campaigns more organized and profitable
  • 7. Let’s learn a little about you…. CONFIDENTIAL – DO NOT DISTRIBUTE 7
  • 8. Poll Question 1: How much time do you spend doing PPC work every week? 8 a) I'm supposed to do work in my PPC account every week? b) < 1 hour / week c) 1-10 hours / week d) 10-39 hours / week e) +40 Hours / week - it's my full time job!
  • 9. Poll Question 2: What's your biggest Time Sink in PPC Management? 9 a) PPC Bid Management b) Reporting & Analysis c) Ad Text Authoring d) Keyword Research / Negative Keyword Research e) Landing Page Optimization
  • 10. PPC Trivia! 5 Quick Questions about AdWords Accounts 1. How often do small businesses (spending under $5k / month on AdWords) do work in their AdWords account? CONFIDENTIAL – DO NOT DISTRIBUTE 10 Answer: • 50% of them don’t even check once per month • 25% haven’t done anything in the last 90 days • Agencies & advertisers score the same
  • 11. PPC Trivia! (Continued) 2. What percentage of AdWords accounts have used at least 1 negative keyword in the last 90 days? CONFIDENTIAL – DO NOT DISTRIBUTE 11 Answer: • Less than 50% • And 20% of them have yet use a negative keyword… ever…
  • 12. • Baseline your performance • A free, instant PPC audit in under a minute! • Grades your AdWords account performance based on the 8 PPC metrics that really matter • Compares how you’re doing against other accounts of similar size (monthly spend) 12 Grade Yourself!
  • 13. 13
  • 14. 14
  • 15. 15 Sign in securely through Google
  • 16. 16 Accept WordStream one time read only access. Note: This connection is securely through Google.
  • 17. 17
  • 18. 18 1. Wasted Spend 2. Quality Score 3. Impression Share 4. Click Through Rate 5. Account Activity 6. Long-Tail Keyword Optimization 7. Text Ad Optimization 8. Mobile 9. Landing Page Optimization Your free report contains actionable insight on 9 key paid search areas including…
  • 19. CONFIDENTIAL – DO NOT DISTRIBUTE 19 50% of accts have not been optimized in 30 days and 25% in the last 3 months! 1 in 4 accounts have zero negative keywords. Low Quality Scores wreak havoc on campaign performance
  • 20. CONFIDENTIAL – DO NOT DISTRIBUTE 20 The Average AdWords Account for Small & Medium Businesses.
  • 21. 21 At WordStream, we’ve …  Analyzed thousands of accounts.  Talked to thousands of different users  Shared findings with our partners @ Google We summarized the findings into just 5 things you need to know! 5 Things that we know to be true about achieving AdWords Success
  • 22. 22 But the right tools, techniques and education can make it a LOT EASIER. 1. PPC is Hard…
  • 23. 23 A little work every week on your AdWords campaigns can deliver big dividends. 2. You get what you put in…
  • 24. 24 Pause, fix or kill irrelevant, underperforming keywords to maximize ROI. 3. Keep your PPC house clean
  • 25. 25 Knowing what you want defines and simplifies your workflow. 4. You gotta have goals
  • 26. 26 Give the searcher a direct link to what they are looking for 5. Succeeding in PPC is all about relevance
  • 27. CONFIDENTIAL – DO NOT DISTRIBUTE 27 How Quality Score is Calculated
  • 28. Introducing the 20 Minute PPC Work Week! 28
  • 29. Path To Success – The 20 Minute PPC Work Week CONFIDENTIAL – DO NOT DISTRIBUTE 29
  • 30. Automated and Actionable Alerts Hours of Analysis done for you 20 minute workflow
  • 31. Path To Success – The 20 Minute PPC Work Week CONFIDENTIAL – DO NOT DISTRIBUTE 31
  • 33. Landing Page Creation & Lead Tracking CONFIDENTIAL – DO NOT DISTRIBUTE 33
  • 34. Summary: How to Make the Most of PPC Advisor • Most Advertisers AdWords accounts are a disaster • Review the 5 Habits of Successful PPC Marketers • Importance of Quality Score • Think of PPC campaign work as a recurring weekly task. • WordStream PPC Advisor enables the 20 minute PPC Work Week, an impactful PPC workflow for managing AdWords accounts • NEW: PPC Reporting, Landing Page Creation, and Lead Tracking. 34
  • 35. Your Questions 35 Thank you for attending WordStream’s webinar! Benchmark your account today! Don’t forget to sign up for our Free Trial: Or contact us directly: Chad Larson Tim Warner